A Study of Product Attributes on Taiwan Refrigerator
| Autor: | Ying-Feng Huang, 黃英峯 |
|---|---|
| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 101 Since Taiwan entered into the WTO and ECFA was signed by the two sides, Taiwan''s home appliance market has been facing an increasingly liberalized, multi-brand and multi-product competitive environment. Home appliance brands from all nations come into Taiwan one after another. Especially, the introduction of home appliance manufacturers from China, Korea and Japan makes the business of Taiwan local home appliance manufacturer become increasingly difficult and sales is decreased year by year. Viewing on the fact, the study focuses on the first four brands with highest market share in Taiwan Refrigerator market specially (Tatung, Teco, Sampo, Sanyo), collects relevant research literature materials and screens and sorts out the product attributes and brand equity that impact refrigerator. Based on 426 copies of questionnaires from consumers, which are taken as analysis samples, the study adopts Likert five-point scale to take measurement. It takes descriptive statistics and one –way ANOVA analysis to analyze the importance of product attributes and significant differences, and applies factor analysis to extract important factors of product attributes. It aims to understand the product attributes factors that Taiwan home appliance consumers pay attention most and know the brand equity factors considered and measured by consumer clearly through the study results. Furthermore, it discusses the differences in demographic variables to hope that Taiwan home appliances brand industry can catch up or develop new markets and provide references for similar or related products in future market research. From the study results, it shows that when consumers buy goods, the product attributes factors considered and measured are functionality, product services, product economy and product impressiveness. The brand equities considered and measured are service, brand, trust, brand reputation and product range. However, because of the different "gender", "age", “occupation", "average monthly income" and other demographic variables of consumers, it shows significant differences on goods purchasing. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|